This thesis discusses marketing strategy and organization management in sport industry. The purpose of this thesis is to extend the discussion to the comprehensive one including “strategy, structure, process, and performance.” In concrete terms, this aims at offering a conceptual framework of marketing strategy in sport industry, and then offering an analytical framework of its organizational structure and process, and organizational performance. The analytical framework is built on a foundation of sport marketing studies, sport organization studies, and sport management studies in sport industry, as well as marketing studies and organization design studies in business administration. That is, this primarily aims at an attempt of research horizonsin sport industry by making positive use of not only the study outcome in sport industry, but also the one in marketing studies and organization design studies towards constructing the analytical framework.